The carnival of dreams

An iconic Aussie tradition

In 2026, Melbourne Cup Carnival is more than a horse race - it is a national celebration filled with fashion, entertainment, food & culture.

With 165 years of heritage, this iconic Aussie tradition gives brands an unrivalled opportunity to reach more audiences than ever before, backed by Nine's stable of premium content.

Talk to us 
MC25_squareimage

Our audience

Record-breaking audience

History was made in 2026, with highest rating Melbourne Cup race in VOZ history.  Through Nine's unified content ecosystem, brands have the opportunity to tap into a cultural week of events with profound national significance.

Source: TVMAP VOZ Program Analyser, VOZ Data 5.9 © OzTAM Pty Limited [2026], National (including spill), Nine Content, 3/11/2026, Melbourne Cup Carnival -Melbourne Cup -Race, Total People, Avg Aud (000s), Reach (000s), Total TV, Overnight

Total TV
Total Publishing

Source: TVMAP VOZ Program Analyser, VOZ Data 5.9 © OzTAM Pty Limited [2026], National (including spill), Nine Content, 3/11/2026, Melbourne Cup Carnival -Melbourne Cup -Race, Total People, Avg Aud (000s), Reach (000s), Total TV, Overnight. Roy Morgan Single Source, P14+, Roy Morgan iris, 12 months rolling average July 2025 to June 2026 Horse Racing Fans = TV SPORTS WATCHED REGULARLY OR OCCASIONALLY [Horse Racing – Melbourne Cup, Caulfield Cup, The Everest, Golden Slipper, Other Horse Racing] OR SPORTS & ACTIVITIES PARTICIPATED IN REGULARLY/OCCASIONALLY [Horse Riding] OR PROFESSIONAL SPORTS ATTENDED IN L12M [Horse Racing event]

 

Melbourne Cup Carnival

A week-long festival of racing awaits

From Victoria Derby Day to Melbourne Cup Day, Ladies Day and Champions Day, our 360-degree coverage brings every thrilling moment to racing fans, all week long.

Victoria Derby Day, October 31st, 2026

Melbourne Cup Day, November 3rd, 2026

Oaks Day, November 5th, 2026

Champions Stakes Day, November 7th, 2026

file88b3a27v0qeopwddgkf

A total media platform

Spark your next success story

Discover how you can unlock unmissable impact, across our total media platforms.

Powered

Big ideas, for even bigger results

Check out how our partners have leveraged big event sport to grow their business

Big ideas start here
AO X Haier

AO X Haier

Learn how Haier, the world's no.1 appliance brand, partnered with Nine to grow brand awareness in Australia during the Australian Open. Despite global success, 50% of Aussies were unaware of Haier's product range. The goal was to build familiarity, increase brand perception and establish trust to elevate their Australian game.

The result?  

+60% increase in top of mind awareness
+50% found the partnership meaningful
+23% increase in consideration

Learn More
AO X Ralph Lauren

AO X Ralph Lauren

Learn how Ralph Lauren cemented their authority in sport dressing within the Australian market through the premium environment of the Australian Open.

The result?  

+800K impressions, overdelivering on expectations
0.09% CTR, outperforming industry average

Learn More
AO x Samsung

AO x Samsung

Samsung put their new galaxy S21 series at the heart of the action.

The result?

+6% pts consideration
+15% pts those who agree that Samsung Galaxy smart phones have the best quality camera

Learn More

More than just sport

A carnival of anticipation unleashed, and brought to life like never before.

Outside broadcast

Storytelling

Television integration

The largest data footprint

As we embark on our six-year partnership with the Melbourne Cup Carnival, we are excited to bring this national treasure to its new home at Nine.

Ready to find out more? Request a bespoke presentation today. 

  • This field is for validation purposes and should be left unchanged.